It’s official—Genesis has decided to stop making just luxury cars and start making luxury cars that go really, really fast. Enter Genesis Magma Racing, the brand’s bold dive into endurance racing. The goal? Not just to win races, but to do what even Bernie Ecclestone couldn't: make South Korea fall head over heels for motorsports.

Will it work? Who knows. But hey, if it doesn’t, at least Genesis will have a Le Mans hypercar that screams, “We tried.”

Genesis

Korea’s Racing Scene: A Fixer-Upper

Let’s start with the obvious: South Korea isn’t exactly Monaco when it comes to motorsports. Sure, Formula 1 made a pit stop in Yeongam between 2010 and 2013, but the Korean Grand Prix fizzled out faster than a K-pop scandal. Even Formula E, the eco-friendly cool cousin of F1, barely managed a lap around Seoul before its stadium got repurposed, and the event disappeared like a bad Netflix pilot.

Luc Donckerwolke, Genesis’ creative chief (and low-key car guy), isn’t letting that history dampen his ambitions. “We have racetracks, and we have the money,” he said confidently. Translation: We’re here to make South Korea care about racing, whether they like it or not.

The GMR-001: A Luxury Speed Demon

At the heart of Genesis’ racing ambitions lies the GMR-001, their shiny new Le Mans Daytona h (LMDh) racer. Built to compete in the 2026 World Endurance Championship (WEC), it’s powered by a turbocharged V8, with a hybrid system that’s more like a sidekick than a co-star, contributing just 67 of the car’s 698 horsepower. Think of it as the parsley garnish on a very beefy steak.

The chassis comes courtesy of Oreca, a name synonymous with endurance racing, while the hybrid tech is a team effort from Bosch, Williams Advanced Engineering, and Xtrac. Genesis isn’t cutting corners here—they’re using the good stuff.

For 2025, Genesis Magma Racing will get its feet wet with an LMP2 entry in the European Le Mans Series, teaming up with IDEC Sport and drivers like Logan Sargeant (yes, that guy from Williams F1) and W-Series champion Jamie Chadwick. It’s the racing equivalent of a dress rehearsal before the big Broadway debut.

The Dream Team: Fast Cars, Faster People

Genesis isn’t just throwing money at the problem; they’re throwing talent. Cyril Abiteboul—former Renault F1 boss and the closest thing motorsports has to a reality TV star—has been tapped as team principal. The driver lineup reads like a highlight reel: three-time Le Mans winner André Lotterer and Sebring legend Luis “Pipo” Derani are ready to pilot this hypercar into history.

Abiteboul describes the whole endeavor as “elevating our circuit racing expertise to a whole new level.” Translation: We’re in this for the long haul, unlike a certain Italian brand that rhymes with Ramborghini.

Can Genesis Do What Bernie Couldn’t?

Here’s the thing: South Koreans love sports that have a hometown hero. Look no further than footballer Son Heung-min, whose Premier League success turned half the country into Tottenham fans overnight. Genesis is betting that a Korean brand, racing on the world stage, can spark the same kind of fandom.

And they might be right. Motorsport is cool again, thanks to series like Drive to Survive and the WEC’s growing star power. With competitors like Ferrari, Porsche, and BMW already in the mix, Genesis has a chance to not only compete but also redefine what a Korean brand can do in the luxury and performance space.

What’s Next?

For now, Genesis Magma Racing is setting up shop at Circuit Paul Ricard in France, conveniently close to Oreca and IDEC Sport. Their goal: prep the GMR-001 for its WEC debut in 2026, expand to IMSA in 2027, and make a serious run at redefining high-performance luxury.

Oh, and about that road car tie-in? Genesis promises its Magma lineup will bring “race-inspired luxury” to your driveway. So, quilted leather seats and face-recognition entry for your track car? Sure, why not.

The Takeaway

Genesis Magma Racing isn’t just about fast cars—it’s about putting South Korea on the motorsport map. With a turbo V8, a star-studded team, and ambitions as high as their top speed, Genesis is playing the long game. Will they win Le Mans? Maybe. Will they make Korea care about racing? Even harder to say. But one thing’s for sure: this ride is going to be a wild one. Buckle up.